Marketing Strategy Research Of Traditional Festival Auxiliary Food In Hunan Hotel

Hunan Hotel (HH) owns the earliest history and high profile and reputation in Hunan Province, which was built in 1959. With the development of economy and the increasingly heated competition, based on the full and objective look at its own actual situation, HH started marketing activities to auxiliary food, especially paid much attention to the traditional festival food--moon cake. In China, the Mid-Autumn Festival is the secondary important festival to the Spring Festival, the moon cake is deeply loved by Chinese people, and its profit is huge. At the same time, at the beginning of moon cake marketing, HH accumulated a certain amount of experience, and has made significant economic benefits. From the only 250,000 yuan in former, the highest sales per year of moon cake grew to 4,000,000 yuan. Moreover, during the process of research, the writer find that, in current research, there is a few research of marketing strategy about traditional festival food (moon cake etc.). So, based on the summary of the former moon cake marketing, this study attempted to develop a suitable marketing model which can be provided references to the same kind food, and hoped to fill some gaps in academic research.In the view of the actual situation of HH and the current research, and based on a detailed analysis about related circumstances of traditional festival food, this study explained traditional festival food Marketing Status of HH and SWOT analysis was carried out. And then, standing on the 4P theory and writer's work and practical experience for many years, this study addressed marketing strategies which including product, price, place and promotion. Product strategies include positioning exactly, building brand and developing culture of Chinese traditional festival; Price strategies include descending discount and discount return. Place strategies include complete marketing and flatting marketing channel; Promotion strategies include seizing gifts, network and various activities. At last, in order to ensure the marketing strategy to be worked successfully and achieve expected goals, this study proposed implementation plan and keys to success. The implementation plan includes 5 points: plotting, publicizing, preparing, managing, collecting information and honoring; the successful keys include 3 points: quality, service and management.